Vancouver Island University- #ILearnHere

Utilizing an untapped platform for universities at the time, we helped students build a community they could call their own.

THE CHALLENGE

VIU began operating as a university in 2008. They needed to quickly gain clout and profile as a world-class post secondary option to draw students. So we needed to craft an awareness strategy that stretched their modest budget by leveraging emerging social media, and help create a unique platform for students to share experiences authentically, personally, and often.

THE STRATEGY
We focussed on what made the University unique – its location. With beaches, forests and 16 parks within 4 km, it is a spectacular natural setting. With #ILearnHere, we gave students an opportunity to communicate their experiences at VIU with beautiful imagery. They generated countless stories and posted high volumes of authentic content on then under-utilized Instagram, plus Facebook and other social media. Posts were populated in a map on the website, showing prime study spots, morning fuel hubs, favourite teachers, the best views, and more.

THE RESULTS
#ILearnHere generated 600,000 impressions, and in the words of the client “was overwhelmingly successful”. It continues to engage current and new students to this day. This modestly budgeted campaign allowed a unique look into what being part of the VIU student body is like, with lots of inclusive, inspiring and beautiful UGC. Seems we passed the test with honours.

DELIVERABLES
Concept Development
Website Design & Build
Content Strategy
Content Creation
Social Media & Influencer Strategy
Media Plan & Buy
Print & Digital Collateral